Adobe's 'Future of Creativity' Study found that over half of monetized creators anticipate significant income growth in 2022 over 2021. According to the latest installment of the study, 24% of this group expects revenue growth to exceed 50%.
75% of monetizers said brand values are more important than reach and influence. If given the option, two-thirds of this group would opt to partner with other creators rather than large brands.the disadvantages of smaller content creators working with brands in a video.“Beware that negotiating these brand deals will always eat up more time than you think and that the majority of these deals will eventually fall through,” he said.
Creators are concerned about the looming recession. Their response? More content creation. 63% say they’re creating more content, 60% are creating new types of content, and 49% are engaging with their audiences more often. “Creators are at the forefront of driving trends during the holidays, creating new opportunities to engage with and grow their audiences,” Ashley Still, Adobe’s senior vice president for digital media marketing, strategy & global partnerships said in a statement.
“We are committed to fueling opportunities for creators to bring their stories to life and express themselves.”
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